EFFECTIVENESS CHALLENGE & SOME STANDOUT ADS
While Coinbase were quickly able to gauge the success of their efforts, for others it wasn’t as straightforward. Kantar’s effectiveness analysis tool found that the majority, 66%, of the ads released scored just ‘average’, highlighting the importance of getting it right and establishing your metrics of success when embarking on big campaigns like these. Big celebs don’t always equal big impact! The big take home for those creatives on the outside looking in was that simplicity in messaging is still the most important thing to keep top of mind:
“You can very clearly tell what ads had a single minded message that was briefed in and kept through to the end, they were the ones that stood out. They were very clear with what they were trying to do, they were just trying to tell you one thing, it was easy to decipher, easy to unpack. You would remember that. Ads that had four or five messages in them, it was too much going on.” Saragh Killeen, Sr Manager Creative Content, Jameson US, Pernod Ricard
There are endless articles out there about the ‘best’ / top 10 Super Bowl ads - like this one. But the below were some others that caught our attention:
- Squarespace’s Seashells tongue-twister spectacle starring Zendaya. Booking one of the biggest Gen Z talents of the moment is bound to get noticed by young entrepreneurs and creatives with a side-hustle. We enjoyed this Twitter thread by a creative that worked on the brief. And yes we’re currently hooked on Euphoria too.
- Amazon's mind reading Alexa gave us a great laugh - an interesting take on tackling audience paranoia around listening tech in the home.
- A special shout out for Lynsey Lohan’s big comeback. People are not talking about this enough!